With 2020 being a complete disaster of a year, 2021 is looking up. With that being said many things have changed in the ways we conduct business and market our company, content and/or products. Here Searched Marketing tackles a few of the trends that you and your company need to keep in mind entering 2021.
Live-Streams & Interactive Content
In 2020 a majority of events were canceled, and consumers were unable to attend in-person events. For most, people were not even able to socialize with their friends, family and colleagues. This led to an increase of live-streams, whether it was a branded live-stream, a live video from their favorite celebrity, or an online workshop.
On social media platforms like Facebook and Instagram, live viewings shot up by 50%-70% during lockdowns and quarantine. The use of TikTok and Amazon Live also exploded in 2020, and there’s a good chance we’ll see this upward trajectory continue to play out in 2021.
Interactive content from companies, influencers and celebrities like live-streams can create trust, and tap into a connection that 2020-2021 consumers crave.
Personal Connections & Missions
When it comes to connecting with consumers, it’s important that businesses try to connect on a personal level. It’s impossible for consumers to feel connected with a company that they see as unprofessional or fake. This is why a personal connection will be pivotal for brands that want to remain trusted sources in 2021.
Now more than ever, brands are digging deep to find out how to thrive or stay afloat during this ongoing pandemic. Corporations are starting to market towards the positive and putting out statements and missions to cater to these negative times. For example, companies catering to impacting the environment or the hospitality industry providing rooms to healthcare providers due to overwork of the pandemic. These missions are key to creating a positive image of your company.
Customer Experience & Reviews
Consumer experiences are vital to companies in 2021. People desire an experience with brands that are easy and memorable. They want proof before they make a purchase and they want to be reassured about said purchase. Adding interactive elements to your website or social media is a great way to provide value for consumers. It can help get them to engage with your brand and help you learn more about them. This info, in turn, can help you refine your personas and offer-targeting.
Reviews are also a huge marketing trend to focus on in 2021. Reviews can make or break your company or brand. With positive reviews comes more business. How many times have you looked at reviews before buying something? If you read positive reviews you are more inclined to make the purchase. The majority of internet reviews come from direct users of that product. The more negative reviews lowers your overall score which indirectly turns people away. If your business gets a negative review its a good idea to reach out and try to make things right.
Voice Search & Local Listing
Voice Search is another marketing trend that has skyrocketed in the last few years. The use of the term ‘near me’ when asking Siri, Alexa, etc has helped more small local businesses. Voice search queries often yield different results than if the user had typed in a text-based search. For SEO, it’s a good idea for businesses to be on their toes with voice search components for their consumers who are adapting and switching over to that medium. This will help boost traffic by staying relevant and more visible to consumers.
If you own a small business, one important thing you can do is ensure your local listings are verified and kept current on various search platforms. The Google My Business listing provides valuable information about your hours, services, and geographical location. Ensure you have a geographically-defined service area within your local listings as this will help your business show up in ‘near me’ searches. It may seem counter-intuitive to limit your business service radius, but by doing so you’ll more deeply penetrate that market in search results.
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